Grassroot by Anita Dongre
Grassroot by Anita Dongre is an Indian sustainable luxury ready to wear label created by designer Anita Dongre. It uses handloom weaves such as khadi in clean, modern designs.
| Designer | Anita Dongre |
|---|---|
| Country | India |
| Focus | Handloom based sustainable ready to wear |
| International store | Broome Street, New York (2017) |
| Website | anitadongre.com |
What is Grassroot by Anita Dongre?
Grassroot is a ready to wear label from Indian designer Anita Dongre, created as an offshoot of her eponymous fashion house. It is positioned as sustainable luxury, built on traditional handloom textiles rather than industrial fabrics.
Products and positioning
The label works with handloom weaves such as khadi and presents them in clean, modern silhouettes. Dongre has described Grassroot as the diary of India's craft history, and its collections focus on heirloom techniques and sustainable weaves.
- Handloom and khadi ready to wear
- Contemporary womenswear with craft details
- Collections centred on traditional weaving communities
Distribution
Grassroot sells through dedicated stores and the Anita Dongre online store. In New Delhi it launched at The Chanakya in 2017. In August 2017 the label opened a store on Broome Street in New York, as part of the house's expansion into the United States.
Why it matters
Grassroot was one of the first Indian designer labels to put handloom and sustainability at the centre of a luxury retail concept, helping to bring Indian craft textiles into contemporary fashion at home and in international markets.
Frequently asked questions
What is Grassroot by Anita Dongre?
Grassroot is Anita Dongre's sustainable luxury ready to wear label, built on handloom weaves such as khadi.
Where are Grassroot stores?
Grassroot has had stores in India, including at The Chanakya in New Delhi, and opened a store on Broome Street, New York, in 2017.